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World Animal Protection

Our brand is so much more than our new name and logo. This is about embedding our purpose into everything we do, so no matter where we are in the world or what we’re doing, people will know who we are, what we stand for and be inspired to join us.
— Collette Collins, Deputy Communications Director, World Animal Protection

I was the lead strategist on this project at Wolff Olins. 

With only 7% unprompted awareness, World Animal Protection needed a new contemporary brand to move people across the world to end animal suffering. 

We worked with internal communication directors Pippa Rodgers and Collette Collins to create change inside and outside their organisation through: 

Company purpose + manifesto
New employee values and behaviours
Naming strategy + new name
Existing supporter strategy + training workshops

Since the new brand was launched, they’ve moved 436,000 supporters to fund their work, brought life-saving aid 1.3 animals affected by disaster, and saved 100,000+ dogs. 

Key learnings

Focus on the why
Don’t assume everyone will immediately care about your cause. Focus on why it should specifically matter to them. 

Create toolkits, not just powerpoints. 
Equip people in your organisation at scale through interactive workshops, fun exercises and bite-sized content. 

Change takes time. 
Reinforce new behaviours through on-going design clinics, leadership coaching and online learning. 

Want to learn more? Read this post that elaborates on our process.